1. Presented by: Tina Allishaw & Kelly Stedman
Marketing on a
Presented by:
Tina Allishaw & Kelly Stedman

2. Agenda Welcome Objective/Outcomes S.W.O.T Analysis Marketing Approach
Conclusion

3. Objectives/Outcomes Develop a clear program marketing message
Identify marketing methods that would work for your region
Learn new ideas for preparing, planning and executing a marketing plan

5. What does the analysis consist of?
What is the purpose?
What does the analysis consist of?
Strengths
Weaknesses
Opportunities
Threats
SWOT analysis (or SWOT matrix) is a strategic planning technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning.
Understand your individual landscape
Get focus
Plan properly and utilize resources efficiently
Can be used in conjunction with an:
Environmental Scanning is the process of gathering information about events and their relationships within an organization's internal and external environments. The basic purpose of environmental scanning is to help management determine the future direction of the organization.

6. Organizational S.W.O.T. Geographical region Organization
Department & Programming
Funding Partners
Geographical region:
Urban versus rural, transportation availability, sites within your geographical region
Labour market conditions and employer needs
Income and demographic make up for the region
Trends
Community service providers and other agencies in the area what do they deliver
Organization:
Work within the college infrastructure
Full time programming
Our funding is different
Our marketing needs will be different
Finding the balance between MTCU and college requirements to fulfill LBS needs
Department & programming
LBS can be tricky to understand
“Best kept secret”
What to do to get the attention and traction that is required for targets
Funding partners
- Make sure we are working within the guidelines

7. Strengths What are the strengths of LBS? Consider things like:
What is working with recruitment now?
Areas where targets are being met.
Customer service satisfaction.
Courses or delivery that you offer that is unique to you.
What are you getting good feedback on?
What are the learners saying?

8. Strengths of LBS
Brainstorm

9. Weaknesses What are the weaknesses of LBS? Consider the following:
What limits our programming?
What areas are we unable to serve? Why?
Areas that are not being met?
Union & MTCU rules and regulations from both sides
Lack of flexibility in some cases

10. Weaknesses of LBS
Brainstorm

11. Opportunities What are the opportunities of LBS?
Consider the following:
Things that we could offer
What new things could we do that would align with learner needs?
New programming?
New scheduling?
New delivery options?

12. Opportunities of LBS
Brainstorm

13. Threats What are the threats to LBS? Consider the following:
Competition
Funding structure
College/union guidelines
Threats:
Keeping up with new deliveries can be costly
Increasing staff costs limit funds and don’t always allow for new advancements or investment in initiatives to further the LBS delivery.

14. Threats of LBS
Brainstorm

16. Messaging Messaging usually has to: Be Clear Be Concise
Have a Call to Action
Often marketing can try to compact all parts of information into a brochure or flyer which overwhelms the reader and by the very nature of business isn’t going to appeal to our target audience.
The message should:
Leverage the strengths that you have identified and speak to your regional demographic and separate you from any competition
The clear part of your message is allowing the recipient to understand what they would use your programming for
The concise part of a message needs to compact and with the ability for the reader to see and grasp the purpose of the programming in a minimal time
The call to action is two fold – the first part is the message should be clear enough for the reader to want to explore and/or read the information you have provided. The next part of the call to action is to have them engage by following up via , phone, walk in etc.

17. Messaging
Comparison of Conestoga’s Marketing Material

18. Demographics
Information and characteristics about a specific population.
How is the demographic identified for LBS?

19. Marketing Approach Brochures & flyers Social media campaigns Radio ads
Changing format and updating messaging
Social media campaigns
Radio ads
Bus ads
Direct marketing & Referrals
Utilizing college marketing avenues: newsletters, catalogues, campaigns

20. Marketing Approach What is your marketing vehicle?
What are you recruiting for?
Timelines
Budget
Brochures & flyers
Changing format and updating messaging
Social media campaigns
These are great because they can adapt to any budget
They can be targeted and aligned with the suitability factors
Outline timelines
Typically used best when it is complemented with other marketing approaches
Key things to remember with this one is to have a specific call to action
Radio ads
Bus ads

22. Pulling the Plan Together

23. Pulling the Pieces Together on a Budget
How to Get the Work Done
Work study/placement /co-op/international students
Part time contract
Responsibilities for admin during summer/slow period
Unique marketing/promotional pieces
Work study/placement / co-op / international students
Part time contract
Responsibilities for admin during summer/slow period
Unique marketing/promotional pieces:
No dates on the material
Smaller marketing pieces such as post cards which you can get more out of a one page
Targeted pieces – one for providers/agencies and other for learners
Website page that houses additional information no cost to change/edit and faster
Direct access and contact point for all the promotional material

24. Pulling the Pieces Together
Where to Start
Review the S.W.O.T
Devise annual plan with timelines and expected budget
Decide where the money will be spent (PT / marketing method)
Assign recruitment times as well
Focus on the weak areas, and the opportunities
Think outside the box, where are the referrals coming from, where are the opportunities?